Web-related Text, Design, and Sites: don'ts, examples and what to do

The art of navigating the web requires some talent for capturing and leading skilled search engine users who have a high level of proficiency in current technologies, are fluent in needed information and intelligent decision makers.

In this fierce sea of competition, how can your business survive, what steps should be avoided, how can you identify when something is wrong, and how can you correct your errors?

You are welcome to read Rosalynd's minutes of wisdom and return to her with your own perspectives and beliefs.

Don'ts are accompanied by specific examples and what to do. Because they are not arranged in any particular order, you can browse them as you need information. While each is separate, they are all interrelated and include Rosalynd's best practices.

Poorly designed sites. Often confusing and difficult to navigate

If people can't quickly find what they're looking for, they will become frustrated and leave the site without further action. Poor web design can lead to lack of clarity, an inconsistent structure, and a disorganized feel. It can also lead to poor readability, an overload of information, and clashing color schemes that make it difficult to read.

☝️ For example, an e-commerce website with a poor navigation structure might make a user unable to locate the product they were looking for, resulting in them leaving the website without purchasing. This can lead to loss of clientele and revenue. Furthermore, it can also decrease customer loyalty, as customers may not return to a difficult-to-use website.

What to do: Create an intuitive, user-friendly, and aesthetically pleasing website. This can be done by making sure the website is well-structured, with clear navigation and an easy-to-understand design. Additionally, it is worthwhile to test the website to make sure it functions properly and is optimized for different devices. By doing this, customers can easily find what they need, which increases customer satisfaction and loyalty.

Dated and non-human-centric content strategies. They harm your business

Information that is unhelpful to the audience or content that is not tailored to the audience is one of the most destructive practices one may engage in. Inaccurate information can lead to confusion and misinformation, damaging one's credibility and reputation.

☝️ For instance, using too much industry jargon and not providing enough context for the consumer to understand the product may lead to confusion and frustration, driving away potential customers.

What to do: To avoid this, identify the audience's needs and provide clear and concise information that is easy to understand. When in doubt, err on the side of simplicity. This will ensure that the audience receives the necessary information without confusion.

Touchpoints that drain the searcher. Rather than connecting with the audience

In simple terms, a touchpoint is any point at which a customer interacts with a company. Touchpoints can be physical, such as a retail store, or digital, such as a company website. The reality is that people form impressions of a company based on their interactions at these touchpoints. Companies should strive to create a positive customer experience at every touchpoint to retain customers and ensure satisfaction.

☝️ For example, using jargon or technical terms for web copy that the target audience is not be familiar with, when providing instructions for a complex task or writing a long-winded explanation about how a product works, failing to provide a simple overview that quickly and effectively conveys the necessary information.

What to do: Break down your products' functions and features into smaller, more manageable steps for better comprehension. Provide visuals or illustrations to further explain the concept, if needed. Use a conversational tone to make the information easier to understand. Be mindful of the length of the message. Too much information can overwhelm the reader.

Content that does not convert. Focus on delivering value, not optimizing your content

If the content cannot convert potential customers into paying customers, it is not worth creating. Companies create content to reach their target audience, so if no one finds and engages with the content, it won't help the company achieve its goals.

☝️ For example, with people spending so much time with digital media, creating content that is engaging and speaks to their needs is essential to capture their attention. So if a company creates an article about a product that is too technical for the average reader, the article won't get as much engagement as one written in a more accessible language.

What to do: Make sure your content caters to your target audience, and appeals to them, as successful content marketing requires this. The goal is to build trust and establish relationships with potential customers. Include clear call-to-actions that direct users to take the next step. Provide incentives for users to take the desired action. Monitor feedback and respond to comments, questions, and complaints. Optimize content for SEO (Search Engine Optimization). Track and measure your content's results to identify what works and what needs improvement.

Write briefly. Today's attention spans are shorter than ever

Despite being appropriate for attention spans, it is the least effective SEO strategy. The short and quick form is appropriate for capturing attention in a jiffy. However, when someone is in the process of decision making, they need assurance that what they are purchasing is the right fit to fulfill their needs at the time.

☝️ For instance, if you want to rank higher in search engine results, you need keywords throughout your content. You need to incorporate external and internal links, and engage readers with more comprehensive content.

What to do: The most effective SEO strategy is to provide detailed, in-depth information written in an engaging and accessible language. This will increase the likelihood that readers can absorb the information, while also ranking your content higher in search engine results. Aside from that, your content should be regularly updated to maintain relevance and up-to-dateness. Remember to break down complex topics into smaller pieces. You can use visuals to enhance understanding, and highlight the most significant points so readers can skim and still get the main points. Don't forget to check for spelling and grammar errors before publishing.

Stock photos. Is this who you are?

When you only use stock images for your business, it does not lend authenticity, but rather makes customers feel disconnected from the human behind the scenes. Stock images are often generic and unremarkable, and they lack the personal touch customers want when doing business. In most cases, people prefer a more individualized experience over a one-size-fits-all approach.

☝️ For instance, if you include a picture of yourself on your website, people can connect with you on a personal level. In addition, demonstrate that your company is real and not just a faceless entity.

What to do: People prefer real people in images, as it allows them to relate to the product or service being offered. Create an emotional connection with your customers by using real photographs of people, places, and products. Also, use relevant keywords throughout the text and include meta-tags and descriptions for images. Lastly, provide links to other related content for further research.

Web pollution. Create a web there in a matter of seconds

A thriving business hinges on one concept: as human beings, we run businesses on this planet, so our offerings and presentations must ensure environmental sustainability. Our business practices must be ethical and environmentally friendly to achieve this goal. This applies to your business website marketing strategy. It is similar to the golden rule: do unto others as you would have them do unto you; in this case, do unto the environment as you would have it do unto you. As a business owner, you need to put environmental responsibility at the top of your priority list.

☝️ For instance, one way to reduce web pollution is to avoid using too many images or stock photos, as they are often of lower quality and add to the overall noise on the web.

What to do: Keep your website's design minimalistic, including fewer images and videos, to speed up loading times and minimize energy use. Try using quality artwork or imagery you create yourself. You may also want to consider using a content delivery network (CDN) to reduce your website's load time and energy consumption. Optimizing your website for speed will also benefit your SEO and keep your visitors engaged.

We must ensure that products are not made with toxic materials, that packaging is recyclable, and that renewable energy sources are utilized in production.

Likewise, our marketing efforts should focus on how our products and services reduce our environmental impact.

Rosalynd's advice led to 6 conclusions

Similarly, there is no particular order, but you should choose what will best help you advance.

Make your content more accessible and likely to appear in related searches.
A source that regularly updates its content indicates reliability.
Readers digest complex topics easier when they are broken down and visual aids are used.
More conscious purchasing processes require the buyer to trust that the company provides a sustainable and eco-friendly approach.
People need information. You provide the information. When necessary, share what is valuable.
Show your true self at every touchpoint. Own who you are! Represent your brand and be clear about what you stand for.

Your query: considering all of the above, what am I getting?

When a customer visits a website, their experience of the design, content, and navigation will shape their overall impression of the company, your company. Human-centric businesses put the customer first, and experiences are created that are meaningful, memorable, and emotionally moving.

Businesses are encouraged to be transparent, honest, and authentic. They should strive to build relationships and foster a sense of community between themselves and their customers. The goal should be to create an environment of trust and mutual respect. This will ultimately lead to long-term success. Aren't you looking for it after all?

Can Rosalynd help?

Rosalynd can develop a relationship-building strategy. Also, she can assess your marketing strategies and suggest ways to improve engagement.

You can work with Rosalynd to understand your target audience and create content that resonates with them. She can provide insights and data-driven analysis to ensure that your message reaches the right people.

Finally, she can help you measure the success of your strategy and make adjustments as needed.

New or old?

Whether you want to start from scratch or improve your current situation, Rosalynd can get you there. To get started, fill out her Brand Audit form and schedule a 30-minute meeting.